12 May, 1933

Now that the sale of beer is again permitted in America, a marked increase in bread consumption has already been noted and it is expected that there will be further improvement in this direction.

The explanation seems to be that people who might not otherwise be tempted consume sandwiches with their beer, which fact suggests that the drinking of beer whets the appetite. It is also reported that cheese sales have doubled.This, from the point of view of the American bakers, should be good news, for the consumption of cheese seems to go largely hand in hand with the consumption of bread.It suggests that there may be a good deal to be said for bread advertising that links up with some well-known products, the eating of which is usually associated with bread.